摘要
本研究基于动机理论探究新媒体环境下不同舆情主体参与高校负面网络舆情传播动机的差异性,并进一步对高校回应在负面网络舆情由即时传播转向持续传播过程中的调节作用进行群组比较分析。研究结果表明:高校师生群组中情感宣泄、利他动机对即时传播的影响更显著,而校外人士群组中娱乐休闲动机对即时传播的影响更显著,社会交往动机对上述两个群组即时传播的影响差异性不显著;高校回应在即时传播与持续传播之间具有显著的负向调节作用,且在高校师生群组中的调节作用比在校外人士群组中更显著。因此,高校在处理负面网络舆情时,应该进行网络素养教育,加强负面网络舆情的正向引导;完善网络舆情研判机制,提高舆情处理能力;完善舆情管理机制,加强宣传机制优化建设。
Based on the motivation theory,this study explores the differences of motivation of different public opinion subjects participating in the dissemination of negative online public opinion in universities under the new media environment,and further conducts a group comparative analysis on the moderating role of university response in the process of negative online public opinion from instant communication to continuous communication.The results show that emotional catharsis and altruistic motivations have a more significant impact on instant communication in the group of university teachers and students,entertainment and leisure motivation has a more significant impact on instant communication in the group of people outside the university,and there is no significant difference of social interaction motivation′s impacts on instant communication between the two groups.University response has a significant negative moderating effect between instant communication and continuous communication,and the moderating effect in the group of university teachers and students is more significant than that in the group of people outside the university.Therefore,when dealing with negative network public opinion,universities should carry out network literacy education,and strengthen the positive guidance on negative network public opinion;improve the research and judgment mechanism of network public opinion,and enhance the ability of processing public opinion;improve the management mechanism of public opinion,and strengthen the optimization construction of publicity mechanism.
作者
陈晓燕
何有世
CHEN Xiaoyan;HE Youshi(School of Management, Jiangsu University, Zhenjiang 212013, China)
出处
《高校教育管理》
CSSCI
北大核心
2020年第6期105-116,共12页
Journal of Higher Education Management
基金
国家社会科学基金一般项目(16BGL088)。
关键词
动机理论
高校
负面网络舆情
舆情管理
调节效应
the motivation theory
universities
negative network public opinion
public opinion mana-gement
the moderating effect
